
- Award
- Silver
- Agency
- Ted Stoik, Chicago / Woz Design / Hartford Design
- Client
- Abbott Laboratories
- Designer
- David Wozniak, Tim Hartford, Brandon Murray
- Category
- Pharmaceuticals
- Country
- United States of America
- USA
- Award
- Silver
- Agency
- Ted Stoik, Chicago / Woz Design / Hartford Design
- Client
- Abbott Laboratories
- Designer
- David Wozniak, Tim Hartford, Brandon Murray
- Category
- Pharmaceuticals
- Country
- United States of America
- USA
- Title
- Abbott 2013 Annual Report
- Photographer
- Tom Maday, Howard Bjornson, Rob Howard
- Art Director
- Ted Stoik, David Wozniak, Tim Hartford
- Printer
- Sandy Alexander
- Paper
- Cover - 80# McCoy Silk Cover FSC, Narrative - 80# McCoy Silk Text FSC, Financials - 70# Finch Casablanca Opaque Smooth Text FSC
- Design Firm
- Ted Stoik, Chicago / Woz Design / Hartford Design
Assignment
Create an annual report that helps build what the CEO calls Abbott’s “investment identity”—the unique combination of attributes that add up to value for investors such as stability, global reach, product leadership and trend relevance. The report’s timing relative to a new Abbott brand in development made it one of the new brand’s first expressions. This is Abbott. This is life.
Approach
Built a series of “big message” spreads to convey high-level concepts after the letter, followed by sections for the four divisions. Division sections convey key investor content with quick-read text and colorful graphics along with human and product imagery. Followed/interpreted new brand standards. Overall objective: a clear, engaging, easy, informative read.
Results
Did our design drive an 18% increase in stock price? No. Results defined in satisfaction and needs met across several client constituencies. The CEO gets a tool to communicate his strategic vision; IR gets a means to reinforce key investor messages; brand people see the new brand come to life; sales force gets a general “about Abbott” piece, particularly useful with government audiences in new global markets.
Contact Information
- Company Name
- Hartford Design
- Phone
- 312.756.5600
- info@hartfordesign.com
- Website
- www.hartfordesign.com
- Address
- 651 W. Washington
Suite 503
Chicago, IL
60661 US